Leveraging a Merger for a Legacy Brand
Following its acquisition of Anixter, Wesco needed to transform the perception of its company from a distributor into a solution provider.
Insight
Extensive research uncovered three guiding insights that informed our strategy: a lack of differentiation in perceptions of competitive brands; a need to make innovation tangible; and an opportunity to communicate purpose beyond profits.
Idea
Wesco's new narrative – Ingenuity Delivered – cements its track record of bringing innovative technologies to market with messaging focused on reliability, problem-solving and progress.
Impact
The new brand promise and personality were quickly put into action with a brand anthem video, website overhaul, facilities redesign, brand advertising and a recruiting campaign that made Wesco relevant to a new generation of talent. Collectively, these efforts have shifted the company’s perception from that of a "product distributor" to a supply chain solutions provider.
Results
↑
growth in sales
47%
increase in awareness of merger
↑
brand awareness and positive perception
Awards
- Transform Awards North America (Gold and Highly Commended)
Reach Out
We're excited to talk transformation and help you get where you need to be.
